Marketing Decision-Information Systems: An Emerging View

Marketing Decision-Information Systems: An Emerging View

By
David Bruce Montgomery, Glen L. Urban
Journal of Marketing Research . May
1970, Vol. 7, Issue 2, Pages 226-234

Marketing decision-information systems are composed of four key elements: a data bank, a model bank, a measurement-statistics bank, and a communications capability. If full advantage is to be taken of the new information technology, a coordinated, balanced growth of the system components must be achieved. The authors extend their initial information systems proposal to include further design concepts and practical examples.